There is also the aspect of trying to catch up to Google, even if it isn't a great investment they may see it as there last real chance to catch Google. Custome

There is also the aspect of trying to catch up to Google, even if it isn't a great investment they may see it as there last real chance to catch Google. Customers probably wouldn't respond well to another rebranding in future. Theres also the emotional aspect, you'd imagine Steve Ballmer would like nothing more than to take Google down a couple of pegs.